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Government-funded early payments platform unveils placard-inspired visual identity from SomeOne

By Gillian West | Social media manager




March 11, 2014 | 3 min read

URICA, a new government-funded approach enabling suppliers to get paid in time, has worked with SomeOne and SomeOne/Else to develop its strategic visual brand identity and launch communications.

With cashflow killing many small businesses the URICA online platform works for both supplier and company allowing the supplier to choose when they get paid.

Inspired by the great British institution of placards the visual identity includes stand-out messages promoting the early payment platform which launches in April and is funded and supported by the Governments department for Business Innovation & Skills and leading insurance group RSA.

SomeOne’s lead designer on the project, Helen Altoungarian, said: “We took inspiration from protester placards. The strategic visual identity’s embodies URICA’s restless attitude and vigorously supportive values.”“URICA is all about providing a common sense way to meet the cash flow needs of today’s smaller companies. Our core mission is to prove that URICA can unlock the massive growth potential of SMEs across the UK, but it is a new way of thinking and we needed SomeOne to come up with a striking brand identity that made people sit up and take notice that we are here, we are serious, and we really can change the way business is done in the UK. SomeOne got it immediately, and the team have delivered a truly innovative and effective campaigning style ‘look and feel’ that fits perfectly with what we were after,” URICA CEO Lindsay Whitelaw added.
To ensure the branding connected seamlessly across all touch points SomeOne/Else worked alongside SomeOne in terms of URICA’s digital communications. Of the digital design side SomeOne/Else interaction design director Andy Moore commented: “A visible part of the project was to create a fully responsive website that brought life to the bold identity defined by SomeOne across multiple devices. The site features some lovely scroll based animations, which provide a playful walk through of the URICA methodology. Where money is concerned there are always questions and the best way to deliver the concept, was to make it interactive.”
URICA hopes that SMEs will benefit the most from not having to wait months for their payments.

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Over the past decade we’ve heard businesses ask us the same question, ‘I know we need to change, I know you can make things attractive, but how can we make it stick?’ This conundrum is the biggest strategic challenge facing modern brands and SomeOne’s specialist subject.

We make change pay for brands in all sectors, all countries, all of the time.

We invent brands with clients. Or re-invent them ready for new business challenges. We do branding, not blanding.

We don’t change symbols, we create symbols of change.

Unlike large, traditional groups, working with SomeOne means you meet and work with the people who actually do the work. Direct contact with SomeOne’s creative minds means ideas flow more freely, which is important as great brands need great opinions. We don’t fit projects into pre-determined processes, we create bespoke teams around each project.

Ideas excite us, they shape the future, add value and signal change. We’ve moved from being a cost, to an asset. We help organisations, products and services profit from change. That’s why we concentrate on creating Big Ideas first, then go about making them beautifully. We often create monopolies for brands by employing creativity to connect business strategy with memorable and adaptive visual executions.

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